The Infinite Dial Canada - 2018

The Infinite Dial Canada from Edison Research and Triton Digital is the newest study of consumer behavior and media consumption in the Infinite Dial series and the first to be conducted in Canada. It is modeled after the original Infinite Dial report, which has been conducted yearly in the U.S. since 1998.

And what smart speakers do people own? Well, when our interviews were conducted in January the Apple Home Pod had yet to be released. So, it was mostly still a two-smart speaker world of Amazon Alexa, and Google Home. We learned that 72% of those surveyed had an Alexa, 17% had a Google Home, and 11% had both. Remember, Amazon had about a two year head start over google in the smart speaker business.

It’s starting to get a bit confusing for those of us who do own both, and perhaps use Siri or Cortana as well. More and more frequently, I find myself wondering why my phone doesn’t respond when I try to call lit “Alexa”.

It will be interesting to see how these ownership trends develop this year – and what sort of impact the much more expensive Apple Home Pod has on this market.

John

Let me once again point out a change in the base for this question. In this case it is that same 18+ driver/rider person – but only if they have used ANY audio source in the car.

The winners jump out here and are mostly consistent with what we saw a moment ago. Online audio has taken a step up from 9% to 12%. Podcasts appear to be flat – following a very large increase last year. How do you rationalize that with the big increase in podcasting on the last slide? Well, on the last slide we showed the result for people who were asked if they currently “ever” listen to podcasts in the car. On this slide we’re asking which source they use most often. So, more people are discovering podcasts – but we’re not yet seeing an increase in the number of people turning to podcasts “most often.”

The Infinite Dial Canada - 2018

1.
#INFINITEDIAL
CANADA 2018

2.
CANADA 2018
Study Overview
• The Infinite Dial is the longest-running survey of digital media consumer
behaviour in America
• This inaugural Infinite Dial Canada report mirrors the Infinite Dial U.S. reports
which have been undertaken annually since 1998 by Edison Research and cover
a wide range of online digital media topics
• Infinite Dial Canada explores the penetration of online digital audio in Canada and
the online platforms and technologies that Canadians are using

3.
CANADA 2018
Study Methodology
• In January/February 2018, Edison Research conducted a
national telephone survey of 1000 people aged 18 and older,
using random digit dialing techniques to both cell phones and
landlines
• Survey offered in both English and French languages
• Data weighted to national 18+ population figures

13.
CANADA 2018
Smart Speaker Ownership in Canada
Own either
Amazon Alexa or Google Home
Own Amazon
Alexa but not
Google Home
30%
Own Google
Home but not
Amazon Alexa
63%
Own both
Amazon Alexa
and Google
Home
7%
Base: Own a Smart Speaker; n=82

14.
CANADA 2018
Number of Radios Owned
in Homes in Canada
29%
51%
30%
11%
63%
46%
60%
78%
8%
3%
10%
11%
Total 18+
Age 18-34
Age 35-54
Age 55+
Zero One to Three
Four or
more
1.6
1.0
1.6
1.9
Mean #
of Radios

15.
CANADA 2018
Number of Radios Owned in Home
29%
29%
63%
60%
8%
11%
Canada 2018
U.S. 2018
Mean #
of Radios
1.6
1.7
Zero One to Three
Four or
more
Base: Total Population 18+

28.
CANADA 2018
Audio Brand Used Most
Often in Canada
Own either
Amazon Alexa or Google Home
Spotify
26%
Apple Music
16%
Stingray
14%
Google Play
14%
CBC Music
8%
SoundCloud
6%
Others
16%
Base: Currently ever use any audio brand

29.
CANADA 2018
26%
18%
16%
10%
14%
5%
14%
37%
8%
10% 9%
22%
11%
Canada 2018
U.S. 2018
Audio Brand Used Most Often
Pandora
Spotify
Apple
Music
iHeart
Radio
Google
Play Other
Base: Currently ever use any audio brand
Spotify
Stingray
Apple
Music
CBC
Music
Amazon
Music
Google
Play Other

30.
CANADA 2018
29%
38% 40% 40%
44% 46%
U.S.
2014
U.S.
'15
U.S.
'16
U.S.
'17
U.S.
2018
Canada
2018
Base: Total Population 18+
Weekly YouTube Music Usage
“Have you used YouTube to watch music videos or listen to music in the last week?”
% used YouTube for music in last week

32.
CANADA 2018
83%
49%
40%
22%
12%
11%
AM/FM Radio
CD Player
Owned Digital Music
Podcasts
Satellite Radio
Online Radio
Audio Sources Used
in Car in Canada
Base: Age 18+ and has driven/ridden in car in last month; 83%
% currently ever using audio source in car

33.
CANADA 2018
83%
49%
40%
22%
12%
11%
82%
49%
45%
23%
21%
28%
AM/FM Radio
CD Player
Owned Digital Music
Podcasts
Satellite Radio
Online Radio
Canada 2018
U.S. 2018
Audio Sources Used in Car
Base: Age 18+ and has driven/ridden in car in last month
% currently ever using audio source in car

34.
CANADA 2018
Audio Source Used Most Often in Car
63%
56%
22%
15%
6%
13%
4%
12%
3%
3%
2018 Canada
2018 U.S.
CDs/Own
music collection
AM/FM
Radio
Satellite
Radio
Online
Audio Other
Podcasts
Base: Age 18+, has driven/ridden in car in last month, and use any audio source in car

35.
CANADA 2018
6% 8% 10% 12% 12% 15%
10%
U.S.
2013
U.S.
2014
U.S.
2015
U.S.
2016
U.S.
2017
U.S.
2018
Canada
2018
In-Dash Information and
Entertainment Systems
Base: Age 18+ and has driven/ridden in car in last month
% have an in-dash system in car

37.
CANADA 2018
61% 63%
70%
50%
Total 18+ Age 18-34 Age 35-54 Age 55+
Familiar with the term
“Podcasting” in Canada
% familiar with the term podcasting

38.
CANADA 2018
42%
45% 44% 46% 46% 48% 48%
55%
59%
64%
61%
U.S.
2009
U.S.
'10
U.S.
'11
U.S.
'12
U.S.
'13
U.S.
'14
U.S.
'15
U.S.
'16
U.S.
'17
U.S.
2018
Canada
2018
Familiar with the term “Podcasting”
Base: Total Population 18+
% familiar with the term podcasting

39.
CANADA 2018
28%
41%
29%
19%
Total 18+ Age 18-34 Age 35-54 Age 55+
Monthly Podcast Listening in Canada
% listened to a podcast in the last month

40.
CANADA 2018
11% 13% 12% 14% 12% 14% 16%
20%
24% 25%
28%
U.S.
2009
U.S.
'10
U.S.
'11
U.S.
'12
U.S.
'13
U.S.
'14
U.S.
'15
U.S.
'16
U.S.
'17
U.S.
2018
Canada
2018
Monthly Podcast Listening
Base: Total Population 18+
% listened to a podcast in the last month

41.
CANADA 2018
27%
23%
31%
26%
Men Women
U.S. 2018 Canada 2018
Monthly Podcast Listening
Base: Total Population 18+
% listened to a podcast in the last month

42.
CANADA 2018
19%
27%
18%
13%
Total 18+ Age 18-34 Age 35-54 Age 55+
Weekly Podcast Listening in Canada
% listened to a podcast in the last week

43.
CANADA 2018
7% 8% 9%
13%
16% 17% 19%
U.S.
2013
U.S.
'14
U.S.
'15
U.S.
'16
U.S.
'17
U.S.
2018
Canada
2018
Weekly Podcast Listening
Base: Total Population 18+
% listened to a podcast in the last week

44.
CANADA 2018
One
18%
Two
22%
Three
20%
Four or Five
19%
Six to Ten
12%11 or more
9%
Average of five
podcasts listened
in last week
Number of Podcasts
Listened to in Last Week in Canada
Base: Weekly Podcast Listeners

46.
CANADA 2018
At home
61%
In car/truck
12%
At work
12%
Riding public
transportation
4%
Walking
around
4%Other
7%
Location Listened to Podcasts Most Often
Base: Ever Listened to a Podcast
Canada 18+U.S. 18+
At home
49%
In car/truck
22%
At work
11%
Riding public
transportation
4%
Walking
around
3%Other
11%

47.
CANADA 2018
The entire
podcast
episode
47%
Most of the
podcast
35%
Less than half
the podcast
9%
Just the
beginning of the
podcast
5%
Don't Know
4%
Base: Ever Listened to a Podcast
Podcasting Listening in Canada
“Think about the audio podcast episodes you listen to. Do you typically listen to..?”

48.
CANADA 2018
47%
37%
35%
44%
9%
11%
5%
5%
Canada 2018
U.S. 2018
The entire
podcast episode
Most of the
podcast episode
Less than
half of episode
Just the
beginning
Base: Ever Listened to a Podcast
Podcasting Listening
“Think about the audio podcast episodes you listen to. Do you typically listen to..?”
Don’t
Know

49.
CANADA 2018
Yes
9%
No
91%
Podcast Listening Speed in Canada
“Do you ever increase the speed of your podcasts in order to listen to them faster?”
Base: Ever Listened to a Podcast

50.
CANADA 2018
18%
9%
U.S. 2018 Canada 2018
Podcast Listening Speed
% saying yes
Base: 18+ and Ever Listened to a Podcast
“Do you ever increase the speed of your podcasts in order to listen to them faster?”